Rural Marketing

Paper Code: 
EMM 524
Credits: 
60
Contact Hours: 
4.00
Objective: 
  1. To develop an understanding about the agriculture based rural economy in India and to access the potential of rural markets for durable and non durable products.
  2. To understand the social dynamics and buying behavior of rural consumers.
  3. To develop insights about successful marketing strategies for rural markets.
     
12.00
Unit I: 

Understanding Rural Economy, Rural Markets and Rural Consumers

12.00
Unit II: 

Rural Consumer Behavior, Rural Marketing Research and Marketing Information System.

12.00
Unit III: 

Segmenting and targeting rural consumers and product strategy for rural markets. Contract Farming.

12.00
Unit IV: 

Pricing and Promotional Strategies for Rural Markets

12.00
Unit V: 

Distribution Strategies for rural markets. Problems of Rural Marketing in India.

References: 

Text Books:

  1. Kashyap Prdeep and Raul Siddhartha, Rural Marketing, Biztantra, 2010 Edition.
  2. Dogra and Ghuman, Rural Marketing Concept and Practices, Tata McGraw Hill, Latest Edition.

Suggested Readings:

  1. Velaudhan and Sridhar (editors), Marketing to Rural Consumers, Excel Books, New Delhi, Latest Edition.
  2. RamKishen Y, New Perspectives in Rural & Agricultural Marketing, Jaico Publishing House, Mumbai, Latest Edition.
  3. Gopalaswami T P, Rural Marketing: Vikas, Latest Edition.